Election campaign strengthens September advertising month

It is thus growing more strongly than in the previous months and so far shows the highest advertising print in 2015. Cumulatively, the first nine months of the year recorded advertising print of 3,480.2 million gross Swiss francs, which corresponds to a year-on-year increase of 0.4. This is shown by the Advertising Market Trend Report 2015/09 from Media Focus.

Individual sectors on an upward trend

The biggest year-on-year increase in advertising print was recorded by the political campaigns submarket in the Initiatives & Campaigns sector. Against the backdrop of the federal elections in October, advertising print increased by a whopping 123.3 percent year-on-year. A significant increase in advertising pressure was also measured in the Household Products/Equipment (90.3 percent), Retail (48.7 percent), Cleaning (46.5 percent) and Finance (17.9 percent) sectors. In contrast, a decline in advertising pressure was recorded in the tobacco goods (-57.3 percent), IT & office (-28.6 percent), telecommunications (-25.1 percent) and service (-22.4 percent) sectors.

Neat promotional printing for household items

The household products/appliances sector generated advertising print of 8.8 million gross Swiss francs, representing a year-on-year increase of 90.3 percent. Washing machines were particularly popular in September. The top 10 most advertised products in the industry include three different washing machines: from Schulthess, from Bosch and from V-Zug. A total of around 1.5 million gross Swiss francs was spent on advertising for the three products. In addition to washing machines, water purifiers, water filters, combi steamers and command strips were also advertised in the top 10. However, the highest advertising pressure in the household products/appliances sector was generated for image advertising for Samsung household products. It is also noticeable that, in line with the household theme, products from the sector are mostly advertised on TV. TV accounts for more than 75 percent of the media mix for the top 10 products.

Full speed ahead for the passenger car submarket

With an advertising print of 40.4 million gross Swiss francs, 15.9 percent more advertising print was generated in the passenger car (new) submarket than in the previous year. The top 10 most advertised products include the new VW Touran van, for which an advertising print of around 1.8 million gross Swiss francs was generated. This also puts the car in 10th place among the most advertised products across all sectors. Amag/VW is also in the top 10 most advertised across all industries. The new Mercedes GLC also contributed to the increase in advertising pressure in September. The new model was advertised with over one million gross francs.

Advertising pressure in the media year-on-year:

Advertising print distribution in the media